Innovation

There are many baby products that would trigger off allergic reactions those products are some of the most popular baby oils and skin-care products. It would cause rashes, in some cases if child is suffering from asthma, asthma would act-up in response to some strong fragrances in cosmetic products that I would use or even some floor-cleaning liquids. These effects can be avoided if one switches to products having natural ingredients. However, every product contains some or the other kind of artificial preservative or fragrance, that did not satisfy ones urge to totally eliminate non-natural substances. It led to innovation of making beauty and skin care products with pure plant extracts (without trace elements of pesticides or heavy metals while retaining the best active ingredients) using a chemical-free process, approved by the Ayurveda pharmacopeia.

Innovation led to creating different things with the extracts that were made from different herbs and spices. Use of turmeric oil had phenomenal benefits, as per the Ayurvedic texts, traditional wisdom and also as per modern scientific research. It was so versatile and seemed to work on most aspects of skincare and wellness. The benefits that people who used this oil claimed they were getting from that one single product, the turmeric face oil (with coconut, sesame, almond oil) were some that they otherwise got from using a combination of products like moisturizers, night creams, lotions, toners, serums. Use of natural ingredients and use of turmeric oil in beauty and skin care product is the essential game change innovation as it reduced allergic reaction and gave benefit of multiple products.

Inspiration

As the saying goes adversity is the mother of all inventions. The story of Parama naturals starts with the most difficult time of its founder Geeta Prakash, when her one-year-old baby girl was diagnosed with asthma, and doctors declared that she would have to take lifelong medication to manage it. After a lot of consultation and monitoring her daughter’s reactions to different foods, cosmetics, and even floor cleaners, she discovered that many of the triggers of asthma were in these items which on the label were organic and free from all chemicals and toxins but, in reality, consisted of some non-natural ingredients such as additives which triggered allergic reactions. From here Geeta Prakash and her husband decided to study the benefits of all organic, Ayurvedic, and medically proven natural products. Later, they also decided to invest and start their own sustainable business and Parama Naturals was born.

As making healthier, natural, and sustainable choices was a necessity for her family, she began to urge for making more sustainable choices for the environment as well. The cosmetic industry creates desires and then sells products to address each one. One finds themself with a different cream for day and night and for each season. There are creams for anti-ageing which are to be used in addition to daily creams. A cream to protect from the sun, a different one to address acne, another one to tighten pores, and yet another one still to treat cuts and burns. The cosmetic industry thrives on this over-consumption, but we have forgotten that it is simply not necessary. This way of overconsumption, waste generated in the packaging of skincare products is not only harmful to the individual using it but also for the environment.

As per Geeta Prakash, "Ayurveda stands as a beautiful testimony to effective minimalism. When I started studying the effects of turmeric, I was stunned at how much one simple root that is used in everyday life could accomplish. It can cure and prevent itching, allergic reactions, cure and prevent acne, reduce scars and blemishes, delay signs of ageing, protect against the sun rays, work as a moisturizer, tighten the skin, and more."

When she started making turmeric oils, she no longer required/needed other products that she used in earlier years. She had found that minimalism was the best gift she could have given herself and the planet.

All the products at Parama Naturals have been formulated so that they are safe to use by the entire family, from babies to old people, which is another core aspect of sustainability for people and the planet in the short and long-term.

For packaging too, Parama Naturals is trying to use only recyclable materials like metal, glass, recycled paper, paper made using waste cloth, and recyclable PET for a few products, where they need to use PET (plastic) based on convenience and safety for senior citizens, babies, and travel.

Overall impact

This innovation has brought difference in life of many as most of the customers earlier were facing issues with chemical mixed beauty products. Parama naturals came as a savior by providing 100% natural beauty products. It was seen that products contained sedative, carminative, anti-depressive, and anti-inflammatory effects in addition to its antibacterial effect, all of which can help to the human body's general wellbeing. Lavender essential oil is thought to physically and psychologically relax a person, reducing anger and fatigue. Also customers daily skin improved and it added natural glow which was missing. This brought confidence in their daily life. Also as it was started as a concept at a very small scale and now it is known worldwide.

Parama naturals depended on farmers for natural raw materials like turmeric, lavender, Malabar kokum and more this provided jobs to farmers. As the scale increased the raw materials requirement increased and thus creating more job opportunities for the farmer.

The collaboration with Parama Naturals provided community women entrepreneurs with a digital presence, including access to digital platforms such as their website and social media platforms, as well as community women's participation in the virtual 'Yellow Ribbon' Fair organized by the Ishanya Foundation in Pune.

Company believes in equality and motivates women to take up roles which are normally considered job roles of men.

Parama Natural took great initiatives to show their full support to the Covid-19 effected farmers and its employees. They provided medical support, food, monetary support and leaves in case of need.

The "Parama-Prerna Abhyang Snana Pack" Diwali Gift collection was created by Parama Naturals. It featured Parama Naturals' Ayurvedic Face and Body Scrub, Turmeric Face and Body Oil, and hand-painted diyas from the Prerna Mahila Vikas Sangh in Bopkhel. These gift-packs were popular as "Diwali Gifts" among corporate clients who wanted to contribute to the revitalization of local businesses. They also served Parama's vision of a social enterprise by providing a source of income for the women of Bopkhel.

This innovation has touched lot of lives and affected lives of many.

Business benefit

Parama Naturals has tied up with farmers producer organization which consists of around 20-30 marginal farmers from Tamilnadu for getting turmeric oils and virgin cold pressed oils which are the main ingredients of products of Parama naturals.

Farmers practice ZBNF (Zero Budget Natural Farming) where they produce crops by using natural fertilizers.

Root of Turmeric got from farmers is pulverized through 300 Bar pressure using supercritical Co2 process and is then passed through turmeric powder and turmeric oil is extracted. These turmeric oils are then used as scrub in the soap and the residual part is used for dyeing and bleaching of cotton bags which is used in packaging of the products of the organization.

There is high demand of sustainable products among consumers and Parama Naturals uses recycled paper for outer packaging and PET for inner packaging for its various products which makes it more consumer friendly and increases popularity of products.

Social and environmental benefit

Parma Naturals has a range of versatile multipurpose completely natural products with "no added chemicals" "no mineral oil" and "no water". The products can be used by people of all ages and the usage can be adjusted according to the weather with no short- or long-term side effects. The innovation includes the procurement of raw materials from marginalized farmers who follow sustainable natural practices. This helps not only promote organic farming but also the upliftment of the farmers through a completely green initiative. The extraction processes use green technologies and eco-friendly processes which end in chemical-free products and non-toxic wastes. The yellow color that becomes a waste after the essential oil extraction is used as a dye for the packaging material for the Parma products.

During the pandemic, many community-based women entrepreneurs lost their business opportunities or faced multiple challenges due to the stringent lockdowns imposed by the civic authorities. On the alignment of common goals Parma Naturals received hand-made packaging and the women got a fair price for their products. These collaborative innovations continued in the festival of Diwali also, wherein a gift collection named “Parama-Prerna Abhyang Snana Pack” was launched which included Prama products and hand-painted diyas from the women of Prerna Mahila Vikas Sangh in Pune. Corporate clients who were keen to help in the revival of community business were attracted to this initiative. This idea of social enterprise enabled women entrepreneurs to access the digital presence of Parma Naturals on various platforms like websites, social media etc.

Interview

Geeta Prakash, Founder